At times of budget cutting, art is often seen as a nice-to-have, versus as an essential. A functional space is still a space, even if it doesn’t look fantastic. When it comes to brand however, we feel this is one of the single biggest mistakes any business can make. Art and design as part of the brand experience matters so much more than we think. 

It isn’t just a principle we believe is important, though we are big advocates for a beautiful world, it’s also science. It is proven that only 5% of what our brains absorb is conscious, the rest of the time we are absorbing art, light, textures, colour and sound on a physiologically level that fundamentally shapes how we feel about our surroundings. 

More than this, art can actually rewire our brains. When we see a piece of art that we like, neuroscientists refer to it as an ‘aesthetic moment’ – we make a positive new memory from the experience we’ve had, and a new neural pathway is made. Imagine if you could rewire your customers’ brains everytime they see a brand visual with art so attention grabbing you remain in their memory after? 

If you are brand thinking about how you physically present yourself in the world and how you make yourself memorable – then the visuals really, really matter, and who designs that experience is a fundamental decision. Our creative client partnerships team has a deep rooting in the world of art for this very reason. When we respond to a client brief, we are as visual as we are strategic.

Introducing Leslie Antell, one of our creative and experiential leads for client briefs and who has a rich background in the world of art having cut her teeth in the vibrant spaces of New York’s galleries before moving into experiential design.

After graduating from university with degrees in Art History & Studio Art –– kicking off my career in the art industry felt like a natural choice, and I was fortunate to work at Gagosian & David Zwirner alongside amazingly talented artists, colleagues & mentors.

I’ve always identified as a visual person. Aside from admiring & appreciating art in its many forms, my mind is seemingly hardwired to process & retain information optically – most often taking shape as a film reel of significant moments or cherished memories that play in the tiny theatre of my mind. I truly believe that people are drawn to things for individual reasons, but often it’s influenced by a blend of personal aesthetics & an inexplicable visceral response. We’re most enchanted by things that move us or speak to us in one way or another.

Finding a thread that connects a brand with its audience is the most important element to consider when developing the creative route for a client brief. The narrative, aesthetics, intention & visual experience play an equal part in captivating audiences and leaving a lasting impression.

A well executed project that looks amazing on camera and IRL is also strategically designed to resonate with viewers & elicit a genuine connection. If you take a moment –– think back to the art, images, places, or experiences you recall most vividly. Why do they stand out from the rest? 

I feel lucky to have worked with some truly incredible artists and brands over my career. From Cecily Brown, and John Currin to La Mer, Bobbi Brown & Netflix (to name a few) – it’s the heart-palpitation-inducing pieces & projects that leave an indelible mark on my memory.

For us, it’s all about emotional connection. When people remember a brand for the right reasons, their loyalty comes with it. And who doesn’t want repeat customers?